In the era of mobile Internet, Baidu search is committed to improving the browsing experience of search users and creating a healthy search ecosystem. It aims to continue to work hand in hand with content producers and service providers to improve the landing page experience of mobile search in an all-round way. Now let's go to understand the white paper 4.0 of Baidu Mobile search landing page experience with Zhihuo!
1. Baidu firmly defends the mobile search user experience
2. Explanation of terms
3. Baidu mobile search landing page experience standard
3.1. Resource fluency
3.1.1 page loading speed
3.1.2 page loading effect
3.2. Page browsing experience
3.2.1 layout
3.2.2 mobile end adaptation
3.2.3 advertising specifications for landing page
3.3. Resource usability
3.3.1 general page standard
3.3.2 prohibit any form of APP auto start
3.3.3 audio and video resource standard
3.3.4 resource standard of picture page
4. Epilogue
1. Baidu firmly defends the mobile search user experience
In the era of mobile Internet, Baidu search is committed to improving the browsing experience of search users and creating a healthy search ecosystem. In the past year, with the joint efforts of Baidu search and all network resource providers, the problem of mobile search landing page advertising has been significantly improved. Now, Baidu search publishes white paper 4.0 of Baidu mobile search landing page experience, aiming to continue to work hand in hand with content producers and service providers to improve the mobile search landing page experience in an all-round way, provide hundreds of millions of users with the best quality resources and services, give the website the most lasting and fresh vitality, form a benign interaction between search users and the website, and jointly start a new search Journey.
Compared with Baidu mobile search landing page experience white paper - advertisement 3.0 released in early 2018, white paper 4.0 has a more comprehensive and clear specification in terms of page loading, advertisement location, function interaction and resource effectiveness. This is an important move for Baidu to embrace mobile search, and also shows Baidu's determination and confidence to reshape the mobile ecosystem.
2. Explanation of terms
2.1. Main content: It can be considered as the sum of the content that the page wants to express most. For the content details page, the main content refers to the beginning of the title to the end of the main content. The page turning area is also considered as the main content. Comments, shares, and recommendations after the article are not considered as the main content.
2.2. First screen: The user clicks the search result to enter the mobile page, and all the content that they see without sliding the screen is called the first screen.
2.3. One screen: All content that the user sees while staying anywhere on the page before the main content display ends is called a screen.
2.4. Mobile terminal adaptation: In order to make the PC page display normally on the mobile terminal, ensure that the user can see all the fonts without zooming out, zooming in, or swiping left and right.
2.5. List page: refers to the page of information aggregation display, including picture list page, question and answer list page, article list page, yellow page information list page, etc.
2.6. Details page: refers to the page where all the information is displayed, including article content pages, Q & A details pages, product details pages, etc.
2.7. Advertisement: refers to the publicity means of transmitting information to the public openly and widely through a form of media for a specific need; advertisements in this white paper refer to all user-oriented communication behaviors that appear on landing pages. It should be noted that the promotion of the website's own products is also considered as advertising.
2.8. APP guidance: guide users to download, install or activate APP behaviors, including large text, pictures, pop-up windows and other forms. In order to reduce the cost for users to obtain content, Baidu Mobile Search requires that all content and functions that can be viewed and operated on the H5 end cannot guide or even force users to download the APP to solve it.
2.9. One Jump Page: When you click on Baidu search results to enter the landing page, the page arrived after the first jump.
2.10. Multi-jump page: After clicking from Baidu search results to enter the landing page, the page reached by two or more jumps.
3. Baidu mobile search landing page experience standard
3.1. Resource fluency
3.1.1 page loading speed
The first screen content of the page shall be loaded within 1.5 seconds.
Page loading speed is an important factor affecting the user's search experience. Baidu search's research on user behavior shows that websites with the first screen loading time less than 1.5 seconds will bring users a smooth and fast experience.
3.1.2 page loading effect
The one hop and multi hop pages from the search results page to the landing page of the site should have loading effect.
In the process of page loading and waiting, the loading dynamic effect should be timely feedback (such as page from right to left to slide into), to give users a feeling of high quality and advanced.
3.2. Page browsing experience
3.2.1 layout
3.2.1.1 the design of page font, character size, text line spacing, etc. shall be suitable for mobile phone users to read, and shall not be too large or too small, and the font size of text shall not be less than 10pt.
Negative case:
The picture Above: text line spacing is too small
3.2.1.2 the main content of the first screen must account for more than 50% of the screen.
Negative case：
Above: the main content of the first screen is less than 50%
3.2.1.3 the main content shall be clearly distinguished from other plates and located in the center of the screen, so that the user can obtain information without any interference.
3.2.1.4 the function and position of the navigation shall be clear to avoid being misled during the use of the user.
3.2.1.5 in addition to the above mentioned contents, the website shall also avoid other situations that affect the content identification of the page, such as large area of blank on the page, no typesetting of the text, disordered paragraph / picture typesetting, incomplete display of the main content, etc.
3.2.2 mobile end adaptation
3.2.2.1 the landing page of mobile search results must be a mobile page instead of a PC page. Therefore, for the PC site, we suggest:
(1) Design and build a mobile station with corresponding adaptation relationship with PC station, and actively provide Baidu with mobile page and adaptation relationship;
(2) If the website has no plan to build a mobile station for the time being, please make an adaptive transformation of the PC site to adapt to the interface of the mobile browser and bring a good visual experience to the user.
Negative case1:
上图：PC站点移动端用户浏览及交互体验差
3.2.3 advertising specifications for landing page
3.2.3.1 forbidden advertising style
3.2.3.1.1 suspended advertisement, pop-up advertisement and screen covering advertisement
Suspended ads and pop-up ads are not allowed to be placed anywhere on the page to avoid blocking users' browsing or causing users' erroring operation.
Screen advertising is the most conflicting form of advertising among users. The landing page is not allowed to have any screen advertising, regardless of size and purpose.
Negative case1:
Above: bottom suspended advertising (APP guided)
Negative case 2:
Above: right side ads
Negative case 3:
Above: floating ads on top
Negative Case4:
Above: pop up ads
Negative case 5:
Above: screen ads
3.2.3.1.2 advertising overlap
It's very bad for users to click by mistake. Please don't make the advertising and function buttons too close or even overlap.
Negative case:
Image above: advertising low quality and close to page turning button
3.2.3.1.3 shake or rotate advertisement
Advertisements shall not be shaken or rotated, and the area and position shall be fixed.
Negative case:
上图：顶部轮播广告
3.2.3.1.4 automatic advertising
The advertisement can't play automatically, which interferes with the user's vision.
3.2.3.2 advertising location and area
No matter the nature of mobile pages, users do not want to see too much advertising.
3.2.3.2.1 it is forbidden to insert any form of advertisement from the top of the page to the end of the main body content. Note: comments, sharing, recommendations, etc. at the bottom of the article do not count as the main body content, but as the main body in the page turning function area.
Negative case1:
Image above: ads embedded at the top of the page (above the title)
Negative case 2:
Image above: ads embedded behind the title and before the text
Negative case 3:
Image above: the text is interspersed with advertisements
3.2.3.2.2 for the list page or search result page, the advertising area of one screen must be less than 1 / 3, and the visual perception of the advertising content cannot be greatly different from the original content. Ads on the image list page are also counted as ad area.
Negative case1:
上图：列表页插入广告面积超过1/3
3.2.3.3 advertising contents
In addition to the requirements of advertising style, advertising location and area size, the landing page experience will also consider the advertising content experience. If the advertising content brings interference to users, whether the advertising area and location meet the specifications or not, it will become the target of attack.
3.2.3.3.1 it is strictly prohibited to be vulgar and illegal
When the user browses the page normally, the vulgar and forbidden advertisement, no matter it is the picture or the text chain, has a great interference to the user, Baidu will crack down on it severely. We will be more strict with vulgar and illegal advertisements (including but not limited to pornography, gambling, prohibited goods or services stipulated by law).
Negative case 1:
Above: vulgar and illegal advertising
Negative case 2:
Above: vulgar and illegal advertising
3.2.3.3.2 no false advertisement
Baidu will resolutely crack down on advertisements with inducement, deception and false content.
Negative case:
上图：虚假广告
3.2.3.3.3 promote high-quality video patch advertising
The fine patch advertisement is a kind of enjoyment for users, but the poor and rough patch advertisement is a kind of torture for users. In the future, Baidu mobile search will increase the coverage of video resources. In addition to putting forward higher requirements for the effectiveness and quality of resources, it will also consider the visual experience of the user brought by the patch advertising. In addition to the playing time should not be too long and improve the cost of the user to obtain video content, it also puts forward higher requirements for the quality of the advertising.
Negative case:
上图：不精美的视频贴片广告
3.3. Resource usability
3.3.1 general page standard
3.3.1.1 the position of the function button must be fixed, without jitter or flicker; the function of the button must be available, and the actual function must be completely consistent with the text description, without induction information; the function button cannot overlap with other contents of the page, so as to avoid the user's erroring operation; the position of the function button shall conform to the user's habits.
Negative case1：
Above: function button jitter
Negative case 2:
Image above: AD and function buttons overlap
Negative case 3:
Image above: the function button is not placed at the bottom, which is not in line with the user's habits
3.3.1.2 comment function: if the comment edit box is directly displayed on the page, the editing and sending functions of the comment shall be available on the current page.
Negative case:
Picture above: the comment edit box cannot be edited on the current page
3.3.1.3 the current page of the consultation button can only appear once, and the position is not allowed to appear at the top, and the area should not be too large to avoid disturbing the user's browsing; in the case that the user does not actively click, the consultation dialogue window cannot be automatically popped up.
Negative case:
Above: the consultation function pops up automatically and the area exceeds the limit
Active case 1:
Picture above: the consultation function is suspended at the bottom of the page, with a small area
Active case 2:
Picture above: the consultation function is suspended on the right side of the page, with a small area.
3.3.1.4 Baidu search does not allow any behavior to increase the user's reading cost for the purpose of diversion and exposure of advertisements, which will cause harm to search users.
3.3.1.4.1 expand full-text function: the function button of expand full-text shall have text mark and function available; expand full-text button can only appear once at most, but not in the first screen content of landing page (except list page); there shall be no guide content interfering with user operation near the expand function button.
Negative case1:
Picture above: the expansion function has no text mark and is too close to the app start button
Negative case 2:
